Yuengling Bock Beer

A new identity for a historic seasonal return, researched from Yuengling’s vintage archive and delivered press-ready in under two weeks.

Objective: When Yuengling reintroduced Bock Beer to its seasonal portfolio in spring 2024, the brand needed a complete visual identity refresh and fast. The brief wasn’t to invent something new; it was to find what already existed in Yuengling’s history and bring it forward. I researched the brewery’s vintage Bock label archive, using that foundation to develop an identity that felt authentically rooted in the brand’s heritage while meeting modern production requirements.

Solution: The research shaped every decision: color palette, typography, logo lockups, and packaging all drew from the visual language of Yuengling’s original Bock labels, reinterpreted for a 12oz can label and 12-pack format. The complete brand identity and style guide were developed for the Yuengling design team, establishing the line's visual foundation. The can label and 12-pack were delivered press-ready in less than two weeks, in time for a seasonal relaunch at national scale.

Product photography by Kris Boxter.

Project Type & Role
In-House Project
Graphic Designer

Client
D.G. Yuengling & Son, Inc.

Deliverables
Brand Identity
Brand Style Guide
12oz Can Label
12/12 Pack Can

Year
2024